Whether they band together as pirates,whimsical Disney characters, superheros,or magical menageries, parents and kids areincreasingly looking to dressin theme, and the costumeindustry is responding bybroadening its array ofall-of-the-family choices.

This trend is showing
up in the numbers.

According to a SliceIntelligence pollof U.S. onlineshoppersconductedlast fall,adult-sizedcostumesaccounted for 36% of online Halloweencostume revenue, as compared to an almostidentical 38% for children.

“Probably the most positive change
for the industry has been the ability to
grow the adult position of the business,
with Halloween positioned as more for
an all-family event rather than just for
kids,” says Marty Brochstein, senior vice
president industry relations and information
for the International Licensing Industry
Merchandisers Association (LIMA).

One company recognizing this shift in the
marketplace is Rasta Imposta, which sees its
relaunch of the Teletubbies line as a perfect fit
not only for children, but also for adults who
grew up with the preschool property that is
celebrating its 20th anniversary. The show
features four “toddler” characters with TVs in
their tummies and currently airs on Nick Jr.;
although the TV characters are clearly little
kids, Rasta Imposta has Teletubbies costumes
for adults as well as children.

“We had the license for a while and then
it went dormant for two to three years,”
explains Gary Schneider, general manager of
marketing and licensing at Rasta Imposta.

“We decided to take it in-house againand believe it has a retro feel thatparents who were born into theproperty will really relate to.”The company is also sweet on theOreo, Swedish Fish and Sour Patch Kidsbrands after signing a first-ever deal withMondeléz International. The agreementbrings the brands to the costume space( 13+) for the first time and furtherstrengthens Rasta Imposta’s positionin the humor space, Schneider pointsout. A variety of costumes based on theupcoming “Baywatch” movie will also beadded to its mix next year.

Keeping It Light

Fun World recently signed a deal with Sony
Pictures for a line of costumes based on the
main characters and a few supporting ones
in “Emojimovie: Express Yourself,” due in
theaters this August.

Generic emojis have graced costumes
for years, but the movie fleshes out
characters with names and personalities,
making Fun World’s licensed costumes
—only for kids —very different from the
ubiquitous emoji of previous Halloweens.

R.J. Torbert, director/licensing/product
development at Fun World, cautions that
costume companies must set themselves
apart to remain competitive in the
dramatically changing industry.

Trick or Treat Studios hopes to wrestle
a larger share of the marketplace with “the
first ever full-head character masks of the
wrestlers from the WWE (World Wrestling
Entertainment),” says owner Chris Zephro. A
newly awarded exclusive for the Texas Chain
Saw Massacre series is also in the works, with
a three-year strategy planned in all channels
of distribution for masks, costumes, weapons
and props starting in 2017.

In 2017, movie studios are focused on
properties with years of proven success
at the box office—from “Beauty and the
Beast” and “Pirates of the Caribbean”
to “Cars” and “Star Wars”—and strong
track records driving licensed products.
Costume retailers will no doubt share in
the bounty. ■

elope

(800/553-5673)
www.elope.com
Circle No. 315

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